Past scholars (Pavlou and Gefen, 2005; Chiu et al. 2014; Fang et al., 2014;
Huang et al., 2017) only explored the effects of institution-based trust mechanisms and other personal traits on consumer trust, this study is the first one to use system thinking to explore the C2C e-commerce dispute situation, and discussed the influence of the institution-based trust mechanisms on the dispute events, from a more comprehensive view of the institution-based trust mechanisms and the direction of development what it should be.
In addition, this study used hype marketing theory to explore the marketing effect, and discusses the use of promotional tools may deprive the funds of hardware and software which created customer value, and lead to the expansion of customer expectations gap, and thus lead to customer dissatisfaction. Third, this study also confirmed the effect of hype marketing
theory through interview, and added customers perceived value and risk to explore its long-term impact with practical cases.
The fourth contribution is that we proposed symptomatic solutions and fundamental solutions based on the institution-based trust mechanisms.
Among them, the enhanced “freight insurance” and “the payment guarantee mechanism” can be used as quickly symptomatic solutions to the problem.
At the same time, the “real-name mechanism”, “repeat posting restriction”, and “extreme price listing” can be regard as the fundamental solutions while they should take a longer time.
5.3 Management Implications
The discussions of this study have two management implications:
1. Creating customer value: If C2C e-Commerce platforms want to better attract users in the use of promotions and other marketing tools, they should still pay attention to their own function development and other intellectual assets creation to close to customer needs at the same time. The creation of customer value can also reduce the gap between customer perceived value and expectations which was increased by the promotions and other hype marketing tools
2. Communication is a responsibility of manager: Company's strategy will directly reflect the cost and performance. Managers should not make decision only with marketing strategies, and they should take effectiveness, costs, and other aspects into consideration. Managers
91
can communicate with external experts and stakeholders to reduce uncertainty of demand and confirm the direction of strategy.
5.4 Limitation and Future research
The contribution of this research is using the system thinking and group thinking way of brainstorming to find the existing problems of C2C e-Commerce ecosystem and the reasons behind, to find a more effective solution in the enterprise under limited resources, more in line with the enterprise benefit.
However, in this study, we face several limitations and cautions that require attention. All of the limitations and suggestions are as follows:
This study involves the interests of C2C e-commerce platforms, the topic of the discussion is more sensitive and controversial, and the participant is just a junior staff at the grassroots level in e-Commerce industry. At the same time, all C2C e-commerce platforms in Taiwan did not publish their financial statements, this study cannot obtain detailed information and further accurate quantification of the system within the relevant factors.
Future researcher can further expand this framework, combined with each field of research continues to increase the accuracy of this framework.
For system dynamic simulation, it is recommended to determine the availability of internal information in the company for future researcher.
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